Trend 4: Cold Therapies Continue to Fascinate
- Design for Leisure
- Aug 14, 2023
- 1 min read
Updated: Oct 25, 2024

There is no better advertisement for the benefits of hot/cold contrast therapy – and by extension hydrothermal bathing – then the filling of social media feeds with athletes (both amateur and professional) extolling the benefits of ice baths and cold plunges. Though it’s a social media phenomenon the world over, perhaps the biggest bottom-line impact to our industry is what this phenomenon has done to grow what had been the largely untapped (and huge) US market. With a new understanding of the benefits of both hot and cold in holistic wellness, we are seeing an explosion in growth for every manner of thermal bathing in North America.




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